Service Design for Unexpected Places

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Most of today’s design and prototyping tools take for granted their industrial age origins: brands provide and customers consume. For ecosystems, this “customer narrative" is outmoded: participants are not just consumers (or producers) but active "shapers" of a business value proposition that is, essentially, co-produced. This requires use to rethink our design tools more in terms of shaping potential and opportunities than in terms of problems that need to be solved or customer needs to be met.

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